We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Analytics and Engineering.
The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering—putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems).
We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.
The latest edition includes up-to-date examples and references as well as a new chapter on the digital online revolution in marketing and its implications for online advertising. In addition, the edition now incorporates some basic financial concepts (ROI, Breakeven Analysis, and Opportunity Cost) and other tools essential to the new domain of marketing analytics.
|Title||Principles of Marketing Engineering and Analytics|
|Authors||Gary L. Lilien
Arnaud De Bruyn
|Intended audience||Undergraduate or graduate-level business school students or managers with limited background or technical training in marketing engineering, marketing analytics or statistics.|
|Subject areas||Market Response Models | Customer Value Assessment and Valuing Customers | Segmentation and Targeting | Positioning Analysis | Forecasting | New Product and Service Design | Digital Marketing | The Marketing Mix|
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When purchasing an Enginius software license, you may include chapters of the textbook in the package. These chapters become downloadable directly from the Enginius dashboard in pdf format.PURCHASE ENGINIUS
Note: registered, confirmed instructors have automatically access to a complimentary copy of Principles of Marketing Engineering and Analytics 3rd edition, in electronic format. Simply login to the Enginius dashboard, select your instructor license (one is created automatically for all registered instructors), and download the chapters that are of interest to you directly from the dashboard.